Authority

Authority refers to the expertise and reputation of the author and publisher. Chances are you're more likely to trust information that was written by an expert or someone with knowledge of the subject. You'll also want to be sure that the information is published by a reputable magazine or journal. Imagine this: You're looking for information on the economic crisis. You may find an article called "Solutions for a Tough Economy." The title sounds perfect, right? Well, when you Google the author's name you realize he is expert in fashion and cosmetics. Then, you notice that it was published in a magazine called Vogue. The author isn't an expert in economics and the publisher is better suited to giving fashion advice than economic analysis. In this case, even though the title of the article is great, the authority is very low.

Some questions that will help you evaluate the authority are:

What, if any, qualifications does the author have to write about this subject?
What credentials does the author have? Do they list a PhD, MD or other information that gives you a sense of their qualifications?
Has the author written other pieces on this topic?
Where is this article published?
What other types of information do they publish?
Is the publication well-respected in your area of interest?